Xiam powers Vodafone Ireland Mobile Advertising Channel
Rating: Xiamified
Xiam Technologies today announced its agreement with Vodafone Ireland to manage the technical and commercial inventory of its Mobile Advertising proposition as part of Vodafone’s recently released Mobile Internet portal.
Chris Handley, Head of Mobile Internet and Content at Vodafone Ireland, comments “At Vodafone we see mobile advertising as a significant opportunity to augment revenues whilst improving the portal offering and Xiam’s proven commercial and technical know-how will bring the best to the channel for both advertisers and subscribers. We are delighted to announce Xiam as our partner for the advertising channel.”
Colm Healy, CEO at Xiam comments, “We are really excited about bringing our MPOS technology to Vodafone Mobile Internet. Its ability to reliably track ads and combine real-time responses with data such as usage history, purchase history or credit rating to target ads more precisely will be a real driver of the channel for both Vodafone and advertisers. Feeding this data back into campaigns leads to higher response rates and allows advertisers to maximise return on investment.”
What we think?
We spoke in depth in Mobile 2.0 about Xiam’s competitive advantage; but the issue remains that the mobile Internet is not a wonderfully easy place for consumers desperate to find content. Personalisation is a key moving forward but this is a new twist to the mobile marketing solution. Rather than pushing the right content this new service is about pushing and managing the mobile advertising inventory ensuring relevant ads get to the relevant user.
This is very interesting move. Vodafone UK has a relationship with Yahoo! for management of the whole mobile advertising backbone. Ireland, the small yet more disruptive arm of the Vodafone team has teamed up with Xiam to help push relevant ads.
Someone in the mobile field told me that contracts in mobile search, advertising and marketing were only being signed for one to (maximum) three years. This tells me that anything can happen and if little Xiam does well and succeeds with its personalised ad mission then this small partnership could scale.
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